Louis Vuitton ® | 2021-2022 Campaign Analysis

Written By Pat Lucas

As we explore Louis Vuitton's public relations strategies, it's important to first understand the historical background of this iconic brand. Louis Vuitton, originally a young boy passionate about trunk-making, learned the craft from a prominent trunk maker named Monsieur Maréchal in 1835. Vuitton's meticulous craftsmanship gained him recognition among France’s wealthy elite. His career took a major leap when he was chosen by the Empress of the French to organize and pack her clothes with precision. This not only established Vuitton as a respected designer but also set the foundation for his rise as one of the most renowned figures in the fashion world.

Today, Louis Vuitton is recognized as one of the most prominent and high-end luxury brands globally, catering to a vast range of consumers. This success didn’t happen by chance, but through a methodical and strategic approach that continues to evolve.

In 2001, Louis Vuitton made a groundbreaking move by appointing Marc Jacobs as the first creative director of their luxury line. This marked a pivotal moment for the brand and set a precedent for other luxury brands to hire renowned designers to lead their creative efforts. By collaborating with famous artists and designers, Louis Vuitton solidified its position as a luxury brand and a symbol of exclusivity. This strategic move helped enhance their reputation and gain positive publicity through the credibility and influence of these creatives.

Equally important to Louis Vuitton’s success is its relationships with major investors and shareholders. Companies like Morgan Stanley Investment Management, Guardian Capital LP, and Fisher Asset Management have stakes in Louis Vuitton, offering financial security and stability. Fisher Investments alone holds a 0.43% stake, valued at over $1.7 billion. Such private equity investments are crucial for large companies like Louis Vuitton to maintain their financial health and continue thriving.

Another key aspect of Louis Vuitton’s public relations strategy lies in their advertising. The brand’s logo is universally recognized, often embossed on their products in various designs, including the iconic repeating pattern of flowers and geometric shapes. These trademarked elements not only reinforce the brand's identity but also act as walking advertisements. People all over the world proudly display Louis Vuitton’s products, transforming them into public billboards that promote the brand with every step.

Furthermore, Louis Vuitton has consistently excelled at targeting specific audiences. Rather than merely following trends, the brand sets them, pushing boundaries and appealing to a wide demographic. A pivotal moment in this strategy occurred when Louis Vuitton appointed Virgil Abloh as the creative director of their luxury line in 2018. Abloh, an influential American designer known for his work with his own brand Off-White, made history as the first Black artistic director in Louis Vuitton's history. His appointment was a testament to the brand’s commitment to diversity and innovation.

Abloh’s influence was undeniable. His collaboration with Louis Vuitton reached new audiences, especially younger generations such as college students and Gen-Z, through his visionary designs and captivating fashion shows. One of the most notable moments came during the 2019 Paris Fashion Week, where Abloh’s Spring/Summer menswear collection was unveiled. The show was a massive success, garnering attention across social media platforms and increasing Louis Vuitton’s sales, particularly among the younger demographic.

Abloh’s tragic passing in 2021 marked the end of an era, but Louis Vuitton honored his legacy with a breathtaking tribute during the Spring/Summer 2022 collection in Miami. The event featured a stunning drone light show spelling out “Virgil was here,” along with a three-story sculpture painted in vibrant colors to commemorate his impact on the fashion world. This powerful tribute not only celebrated Abloh’s contributions but also reaffirmed Louis Vuitton’s ability to evolve and remain a leading force in the industry.

Through careful public relations management, strategic creative collaborations, and consistent investment in both brand identity and new talent, Louis Vuitton has solidified its position as a global luxury powerhouse. As the brand continues to break boundaries and set trends, it serves as a model for how public relations can elevate a brand to unprecedented heights.

Bibliography:

Pat Lucas
Previous

Edward Snowden & Netaji Subhas Chandra Bose Monument
Next

Breaking Boundaries: The Revolutionary Art of Marcel Duchamp and James Luna